​Nike’s House of Innovation, their most progressive retail experience was coming to Paris. How do we get Parisian youth excited about a forthcoming store in an upmarket neighbourhood they don’t normally come to? We took the spirit of the House of Innovation across the city, to where the youth were already hanging out.

The goal was to turn all of Paris into a virtual playground through the use of augmented reality, empowering Parisians and enhancing the Nike experience at sporting locations across the city. To reach as many people as possible, we opted for a democratic AR approach that didn't need a specific platform or app. Through WebAR, anyone with a smartphone could scan QR codes to start the experience. QR-posters were placed at football pitches, running tracks, basketball courts and stadiums, unlocking exclusive drops, invitations and experiences.

At the heart of the campaign, we created a central command hub that could activate, alter and update the unlocks and experiences in real-time. Creating timed challenges, Parisian's raced to win the most coveted prizes. During the six weeks of activation, over 11 thousand Parisians rushed to claim the over 300 unlocks, with prizes such as signed Kylian Mbappé kits, basketball games with Stephané Ashpool and exclusive access to the new House of Innovation at stake.

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